“This is one of the best strategic communication texts I have read. From the moment the authors clearly demonstrated the connection between communications and economic theory, I was sold. It is an excellent text for high-performing institutions. The theoretical backing is superb and the authors excel at demonstrating the relationship between theory and practice without confusion and in a tone that is interesting and easy to read while offering just the right amount of challenge in concepts to create relevant dialogue. … The organization makes excellent sense to me as a professor and practitioner who appreciates guided processes. … I like the more academic tone that is set throughout the text. … I believe theory gets the short end of the stick in too many communications writing texts. Based up having attained my master’s in communications management after a number of years in the professional world, I understand the value of the theory in helping students to understand the landscape of communications and the media. Why what we do works makes the how and what we do more meaningful. The theoretical aspects are deep and rich and help to create an understanding that most books don’t cover.”
—Kelly C. Gaggin, APR, Assistant Teaching Professor, Public Relations, Newhouse School of Public Communications, Syracuse University